Kentucky Department of Travel and Tourism Mike Mangeot, Commissioner.
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Transcript of Kentucky Department of Travel and Tourism Mike Mangeot, Commissioner.
Kentucky Department of Travel and Tourism
Mike Mangeot, Commissioner
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• Advertising• Earned Media• International Marketing• Events• Web• Research
Year In Review
Agenda 3
• Worked with Creative Alliance to refresh our advertising look and feel.
Advertising
Agenda 4
Advertising
Agenda 5
Advertising Re-Design
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Advertising Re-Design
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Advertising Re-Design
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• Hosted Brand USA FAM featuring 5 international writers• Worked with MRC to host 6 international writers• Hosted two FAMs (total of 12 journalists) with Lofthouse
(Feb./Oct.)• Hosted 31 individual journalists• Media trips to New York (May) and San Francisco (Oct.)• AGLOW Conference• Numerous “Best of” mentions in USA Today, Southern
Living, etc.
Earned Media
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Earned Media
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Earned Media
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International Marketing
– Visit Kentucky USA– Continued representation in Canada and Japan.– Tour Operator FAM– Travel South USA International Showcase– US Travel Association IPW
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Events
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• 2.88 million visits: 17% increase • 469,349 exit links to industry
partners: 6.5% increase• International visits: 9%
increase
Web
764,708 visits on tablet/mobile devices: 45% increase
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Web Top 5 Landing Pages:
1. Events2. Cabins, Cottages & Condos3. Things to Do4. Campgrounds5. Home Page
Top 10 States:1. Kentucky2. Ohio3. Indiana4. Tennessee5. Illinois6. Michigan7. Georgia8. California9. Florida10. Texas
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• TNS Kentucky Travels America Visitor Profile– 20.5 million visitors annually– For every person who lives in Kentucky, 5 people visit– 63% of all tourism dollars spent come from out-of-state
visitors– 87% of out-of-state visitors rated their satisfaction level as
Very High– Out-of-state leisure visitors spend more than twice as much
as in-state travelers.– Full report posted online kentuckytourism.com/industry
Research
Agenda 16
A Look Ahead2015
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• Blue Ridge Outdoors (print & online)• Cooking with Paula Deen• Dreamscapes Magazine• Country Living• Endless Vacation• Every Day with Rachel Ray• Family Circle, Family Fun & Parents• Kentucky Living• Kentucky Monthly
• Long Weekends• Ohio Magazine• Southern Living• The Group Travel Leader• Collinson Media (Online
banners/Pre-Roll)• Madden Media (SEM)• Kentucky News Network (radio)• Time Warner Cable (television)
2015 Spring Co-ops
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• Have commissioned an ROI study – results expected before the end of the year
• Conducting Focus Group research in four markets – two traditional and two non-traditional
• Will also be testing some new advertising concepts
Research
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• Available December• On the shelf Jan. 1,
2015• Will be shipped to
consumer and trade shows when requested.
2015 Official Visitors Guide
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Kentuckytourism.com
• Responsive Design• Completely new look• Will provide seamless experience across
multiple platforms• Encourage more social media engagement• Attract more visitors to website• www.kentuckytourism.com
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Culinary Initiative
• Background• Earned media/Culinary FAM tour• Social Media• Build consumer itineraries tying culinary experiences with
other visitor experiences• Targeted Advertising• Alliances – Secrets of Bluegrass Chefs, Kentucky Restaurant
Association• www.kentuckycuisine.com
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Thank you!